There’s a quiet revolution happening in your fridges. It’s crisp, flavour-forward, and your customers are already onto it.
Let’s face it – cider has long played second (or third) fiddle to beer and wine in many pubs and bars but new research shows it’s shaking off its seasonal, second-choice reputation and evolving into a premium, personality-packed category. But while drinkers are changing the way they see cider, too many venues haven’t caught up.
In partnership with Thatcher’s, KAM recently spoke to over 1,000 UK cider drinkers, plus a focus group of 20-30-year-olds, to dig into how, where, when, and why people are drinking cider today. So, what did we learn, and what should operators be doing about it?
Cider isn’t a niche choice
Cider is a regular feature in many people’s drinking repertoire. The research shows cider drinkers go out to pubs, bars or restaurants around six times a month – the same frequency as the average hospitality visitor. But what sets them apart is that they order cider 51% of the time when they visit pubs or bars. And 74% say ‘having their preferred cider brand available’ is important when choosing which venue to visit. It’s clearly a category with strong habitual behaviour and brand loyalty.
While the summer months remain key, cider now has credible year-round appeal. A third of drinkers say they would choose cider even in winter, and mulled options could help extend this further.
However, the research highlights several clear gaps between what cider drinkers want and what they’re currently experiencing in hospitality venues.
- 94% of cider drinkers expect more than one cider option. The average drinker wants to see 3–4 different brands or styles on offer.
- But only 16% say that pubs and bars currently cater very well for cider drinkers.
- Many cider drinkers make decisions at the bar. Yet focus group participants said they often default to familiar options due to low visibility of cider brands in pubs.
- 42% have tried alcohol-free cider, and 57% want to see more alcohol-free options in venues. Among 25–34s, that jumps to 75%.
Younger drinkers are driving the category
25–34-year-olds are the most engaged cider drinkers and they are setting the pace across multiple behaviours. They’re more likely than other age groups to drink cider regularly, to check in advance whether a venue serves cider on draught (68%), and to choose where to go based on product availability.
This group of cider drinkers is also highly influential among their peers. 62% of cider drinkers say the preferences of just one cider drinker in their group can affect the whole group’s venue choice. Given how vital younger demographics are to the long-term health of the on-trade, cider’s relevance to this audience should not be underestimated.
Flavour is the primary driver – and variety matters
Taste is by far the most important factor when choosing a cider – 72% of drinkers rank it as their number one consideration. Apple remains the foundation of the category, but there is growing appetite for flavoured, fruit-led, and seasonal variants – particularly among younger adults and women.
Fruit cider is equally well established, with 80% of drinkers saying they enjoy it. Many would be more likely to order cider if it were on draught or if there were new, interesting flavours available. For venues, these are two credible areas of growth that are often underserved.
The opportunity here is not just about flavour availability, but about clarity. Drinkers want to know what they’re ordering. Descriptors like “semi-sweet” or “crisp” help them feel confident in their choices. Clearly labelled menus and flavour-based navigation in venues can support this and drive trial.
Draught availability influences choice and purchase
Despite an increase in bottled options and convenience formats, draught still carries weight. 8-in-10 cider drinkers say they’re more likely to order if their preferred brand is on draught. Draught cues quality and freshness – even among those who often choose bottled products.
It’s also a proven lever for trial. Nearly three-quarters of cider drinkers are more likely to try a new flavour if it’s on draught. For venues looking to rotate flavours or introduce seasonal lines, this format can help maximise visibility and encourage experimentation.
Choice drives value
Cider drinkers are not simply looking for availability; they expect choice. 94% want more than one cider option available, and the average drinker expects to see three to four different brands or styles when they walk into a pub or bar.
There’s a clear commercial upside to meeting that expectation. 34% of cider drinkers say they would visit more often if a venue improved its cider range. Another 29% say it would increase their loyalty. In a competitive market, this is a straightforward way to deliver better value and boost repeat visits.
Alcohol-free ciders are no longer niche
The shift towards moderation is already reshaping drinks menus – and cider needs to be part of that conversation too. 42% of cider drinkers have tried an alcohol-free cider, rising to 66% for 25–34s.
And with 57% of cider drinkers saying they’d like to see more alcohol-free cider options in venues, this isn’t a fringe request—it’s a mainstream expectation. Alcohol-free is no longer just for designated drivers or Dry January; it’s part of a broader moderation movement, especially among younger drinkers. Customers want the same quality, flavour and brand recognition, just without the ABV. If your zero offer feels like an afterthought, you’re missing a huge slice of the cider audience.
Poor experiences are costing venues
It’s not enough to list cider – how it’s served matters. 55% of cider drinkers say a poor-quality serve (e.g. warm cider, incorrect glassware) would make them reconsider returning to a venue. A bad experience leads directly to lost revenue and loyalty. In fact, 13% have left a venue early in the past three months because of disappointing cider options.
Conversely, 88% say a good cider range enhances their overall experience. It’s not just about having the right product; it’s about positioning cider as a visible, quality-led part of the broader drinks offer.
Cider has earned its place on the main stage
The data makes it clear: cider is not an occasional, seasonal extra. It’s a highly engaged, highly influential category with wide appeal, particularly among younger drinkers. But too often, it’s treated as an afterthought. Venues that improve their cider range – in flavour, format, visibility, and consistency – stand to gain not just sales, but loyalty.
Cider’s quiet revolution is already underway – driven by younger drinkers, shifting expectations, and a thirst for more choice. This doesn’t mean overhauling your entire offer. It means recognising cider as a serious, year-round player. Start treating it that way and your customers will notice.
Interested in understanding your category, consumers, customers or employees a little better? Take a look at other work we’ve done and get in touch to see how we can help you.
